Good afternoon. Thank you for inviting me to join you today. Over the next 20 minutes or so, I would like to take you on a little journey. I aim to address the aforementioned topic, by recognising the value of social media with the aid of a series of case studies, saving some time at the end to allow for any questions you may have. Adding value to the user experience should be at the heart of any buzz marketing strategy, if you are to succeed in building brand awareness and creating brand advocates. Adidas, Vera Wang, Fanta and Cadbury Crème Egg have all been embraced by the bebo community in different ways and I hope to show you how they achieved this. Having worked for bebo since the day it opened it’s UK office, pretty much 2 years ago to the day, I have been fortunate enough to witness and be part of the growth of the social media space. Bebo has defined and created new advertising models with our branded integration solutions with shows such as KateModern and The Secret World of Sam King, whilst facebook has developed a different strategy away from content but more about connecting people. Along with myspace, piczo, twitter, habbo….there are many opportunities for brands to develop innovative, engaging and effective campaigns, where advocacy and brand building are the goals. If I am sucessful, I hope to give you all some ideas of how to engage with users in this space that are directly applicable in your companies or at least spark some ideas on how to use sites such as bebo, facebook, myspace and the various elements afforded by the social web.
How to advertise using social networks Simon Podd, Head of UK Sales www.bebo.com
Commercial Model and Revenue Streams Ad Sales ROS / Premium inventory Sponsored Profiles Homepage reskins Sponsorship Mobile Video pre rolls Ad Funded content Plotline integration Product placement Engagement Marketing & Sponsorships Original Programming
What’s A Successful Marketing Campaign To You? 0.7 % Banner Click-Through OR
Adidas – Go Find <ul><li>Viral “treasure Hunt”: users had to find a cube to win a prize </li></ul><ul><li>Over 400,000 profile views </li></ul><ul><li>Over 8,000 blog entries (viewed 180,000 times) </li></ul>
O2 – Top Up Surprises The challenge: Activate ‘win every time’ proposition in an engaging and fun manner whilst driving traffic to O2 TUS site <ul><li>Tactics: </li></ul><ul><li>build, host and manage a bespoke flash game with weekly prize draws </li></ul><ul><li>entertain, engage and reward the community via integraton into b-box </li></ul><ul><li>drive traffic to www.bebo.com/belucky </li></ul>
O2 Be Lucky 125,000 profile impressions 10,000 game users 60,000 hours spent engaged with brand Positive and relevant comments
Coca Cola mobile campaign 1. Participants First Made Aware of Campaign on Mobile Home Page Spread the Luv with Coke! Send your friend a virtual Coke to let them know they make you happy. You’ll both get a luv and be able to do polls and photos on the Coke Happiness Factory! You’ve got 4 more invites today. 2. Participants send a virtual Coke happiness virtual award and recommend participation in Coke Web/Mobile group 3. Recipients of Coke Virtual Award Get a coke bottle emotion on their Bebo Mobile Site and viral recommendation to friends in Lifestream feed Web Mobile Spread the Luv with Coke! >> has given Sean a Happiness Award!
Coke Feature Profile received unprecedented traffic and participation, initiated by WAP, Web and SMS viral campaign that drove traffic to polls, commenting, photo upload and friending. Participants took polls via WAP, Web and SMS Bebo users upload Coke Happiness photos Directly from their phone on WAP or via Bebo Shortcode to #coke and wrote comments on how Coke Makes them Happy via WAP, Web and SMS Coke Mobile and Web Feature Pages Showed record- Breaking growth over 5-day Campaign through WAP, Web and SMS participation
Overview <ul><li>Mobile Engagement Campaign drove massive mobile and web response </li></ul><ul><li>1,500,000+ participants over 5 days </li></ul><ul><li>1,422,738 virtual Coke gifts given during campaign </li></ul><ul><li>10,000+ Friends added to Coke Happiness Profile </li></ul>
To get the most out of a social network profile: <ul><li>Bebo engagement is all about developing conversations </li></ul><ul><li>We are not just a broadcast medium </li></ul><ul><ul><li>Treat it like a massively viral extension of your web portfolio </li></ul></ul><ul><ul><li>Use language appropriate to your brand and the target audience </li></ul></ul><ul><ul><li>Keep it simple </li></ul></ul><ul><ul><li>Act like a beboer – check it frequently </li></ul></ul><ul><ul><li>Do a few things really well </li></ul></ul><ul><ul><li>Listen to your friends and act on their engagement </li></ul></ul><ul><ul><ul><li>This is our USP – the ability to respond to feedback – so use it! </li></ul></ul></ul><ul><ul><li>Respond to questions / poll results </li></ul></ul><ul><ul><li>Offer them content to spread the word </li></ul></ul>
Thank you! Simon Podd, Head of UK Sales [email_address]
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